BRAND COLLABORATION | EDITORIAL ACTIVATION
Agency: Saatchi & Saatchi
Client: Tide | Contagious
Role: Concepting + Production + Art Direction + Food target
Contagious Magazine is known for spotlighting the latest in marketing, technology, and creativity, along with its bold, collectible covers featuring brands like Snapchat, Cadbury, and Ben & Jerry’s.
For its 70th issue, the magazine partnered with Tide to create a full cover-to-cover collaboration using the brand’s distinctive visual style. The concept brought Tide’s stain-fighting power to life through bold, graphic storytelling.
The series visualized the stain-removal journey: from spill to spotless, on Contagious-branded T-shirts that served as live canvases for Tide’s power.
For its 70th issue, the magazine partnered with Tide to create a full cover-to-cover collaboration using the brand’s distinctive visual style. The concept brought Tide’s stain-fighting power to life through bold, graphic storytelling.
The series visualized the stain-removal journey: from spill to spotless, on Contagious-branded T-shirts that served as live canvases for Tide’s power.
COVER PAGE: THE WORK
INTERIOR: HOW IT HAPPENED
BACK: THE AFTER
The palette consisted of different notes of blues and oranges, a nod to Tide’s brand equity colors.
BEHIND THE SCENES
Credits
Photographer: Travis Rathbone
CD: Adrian Chan
ACD: Juliana Ardila
Sr Designer: Ralph Bachir
Photographer: Travis Rathbone
CD: Adrian Chan
ACD: Juliana Ardila
Sr Designer: Ralph Bachir